A View From The Top

How 1 chain found success with fruits and veggies

Thomas Nieto, CEO of Main Squeeze Juice Co., discusses how doubling down on healthy food during the pandemic has brought success.

Thomas Nieto, CEO of Main Squeeze Juice Co

February 16, 2022

By Thomas Nieto, CEO, Main Squeeze Co

I remember the first time I tried fresh-squeezed juice and being shocked. Prior to being introduced to the flavorful and nutritious product, I never considered myself to be someone who was a fan of eating fruits and vegetables. Growing up in the south, I fell in love with Louisiana's rich and delicious dishes, causing fruits and vegetables to often fall to the wayside. After pushing myself to experience new things I thought, "If I can take chance on healthy products, who wouldn't?" Through positioning fruits and vegetables as something desirable, we've proudly impacted the lives of individuals from countless communities. The best part? People are wanting more.

We never changed the benefits of fruits and vegetables, we just helped people see them differently with our us of chef-inspired, proprietary recipes, utilizing the freshest ingredients, at an affordable cost. Think about it, what prevents so people from choosing healthy food today? Is it because it's convenient, affordable and tastes amazing? Probably not, and in fact, it's probably the exact opposite. Today, making healthy choices is hard because it's not easy, affordable, and usually doesn't taste great. We focus on reversing those realities for all of our customers every day.

What we didn't expect was a national pandemic to hit, flipping the world upside down. While many small businesses struggled with a declining economy, fruits and vegetables remained, and still are, resilient. What dawned on me was that if anything, the pandemic helped Americans realize that their health is a priority. It became front of mine in regards to illnesses such as COVID-19, causing people to seek out ways to boost their immune systems. Vegetables are high in vitamins, minerals, fiber and antioxidants, which are key to a healthy immune system, while fruits provide nutrients like beta-carotene, vitamin C, vitamin E, and many more!

In addition, it became front of mind in regards to individual's physical wellbeing. Eating more fruits and veggies can help you reduce the overall calorie count of your diet. Additionally, fruits and vegetables are correlated with a lower risk of obesity and better weight management, with low energy density, providing fewer calories and higher amounts of the nutrients your body craves.

Arguably most importantly, fruits and vegetables can improve your mental and emotional wellbeing. Sugar and processed foods can lead to inflammation throughout the body and brain, which may contribute to mood disorders, including anxiety and depression. When you stick to a diet of healthy food, you're setting yourself up for fewer mood fluctuations, an overall happier outlook and an improved ability to focus.

Considering all of this, concepts utilizing fruits and vegetables will not only continue to empower their communities, but elevate their overall wellbeing. As we continue to navigate COVID-19, I am proud to say that we are proud to have been a staple for many people, providing a menu of products that are packed full of flavor, affordable, and truly contribute to their body's happiness. It has become clear that fruits and vegetables aren't going anywhere, and our health will only continue to improve as a whole.

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